Evolving patient expectations: Why private practices must do more

10th Dec 2024

Doctor A explores why private practices must adapt and focus on delivering superior value, exceptional care and an outstanding patient experience to stay ahead of the curve.

The shift from NHS to private dentistry is accelerating, and with it comes an important evolution in patient expectations. As more patients choose private care, their demands are higher than ever. They’re no longer just seeking appointments; they’re expecting premium service, advanced care, and a personalised experience that goes beyond traditional dental treatment.

The growing shift to private dentistry

The decline of NHS dentistry has been well-documented. Long waiting times, limited treatment options, and overwhelmed staff have left many patients frustrated, seeking alternative care. The COVID-19 pandemic has only exacerbated these challenges, making private dentistry an increasingly attractive option for those seeking quicker access to high-quality treatments.

For many patients, however, switching to private care is a big leap. They’re used to NHS services, which, despite being under strain, have been a reliable option for years. As these patients transition to paying for care, their expectations grow. They’re not just looking for convenience—they want a markedly better experience.

This shift in patient expectations is an opportunity for private practices, but it also requires them to raise the bar. Simply offering appointments isn’t enough. Patients now want superior care, better communication, and an overall holistic experience.

More than just clinical care

When patients choose private dentistry, they expect top-tier clinical treatment, but the experience itself is just as important. Paying a premium price means patients expect value in every aspect of their visit. How your practice manages the patient journey—every step, every touchpoint—will influence whether patients return.

Here are key areas that private practices should focus on to meet evolving patient expectations:

1. Communication is key

A major difference between NHS and private care is the level of communication patients receive. NHS consultations are often rushed, focused solely on immediate dental needs. Private practices must offer more—patients expect detailed conversations about their options, preventive care, and the long-term benefits of treatments.

It’s vital that dental teams engage with patients on a personal level, ensuring they feel heard and understood. This is particularly important when discussing high-cost treatments. Dentists should be equipped with the skills to confidently explain the rationale behind recommendations and the long-term advantages of various options, ensuring patients see the value in their investment.

2. A holistic, patient-centred approach

Private dentistry is about more than just fixing immediate issues. Patients increasingly expect a comprehensive approach to their dental health. They want practices focusing on prevention, long-term planning, and overall well-being.

Providing a range of services, from cosmetic treatments like teeth whitening and orthodontics to regular check-ups and long-term oral health plans, can help private practices meet these expectations. Offering pain-free dentistry is another way to stand out, as many patients transitioning from NHS care are accustomed to the idea of discomfort during treatment.

3. Flexibility and convenience

A significant reason many patients choose private dentistry is for the convenience it offers. NHS services often come with long waiting times and limited appointment availability. Private practices should differentiate themselves by offering flexible scheduling, online booking options, and minimal waiting times.

Additionally, offering payment plans such as monthly instalments or pay-as-you-go options can ease the transition for patients unfamiliar with the cost of private care, making them more comfortable with their choice.

Avoiding the pitfall of ‘NHS care in a private setting’

A significant risk for private practices is the temptation to offer NHS-style care at private prices. If a patient’s experience doesn’t feel distinctly better than what they received under the NHS, they may never return. Negative feedback could also tarnish the reputation of the practice and private dentistry as a whole.

New dentists entering the private sector may inadvertently offer subpar care if they lack the experience and mentorship to deliver the premium service patients expect. This is where ongoing training and development become crucial.

Upskilling young dentists for success

To meet rising patient expectations, it’s essential that private practices invest in the professional development of young dentists. Many are eager to move into private practice but lack the confidence and experience necessary to succeed. Structured training programs and mentorship initiatives—like those offered by Private Dental Mentor—can bridge this gap.

These programmes equip new dentists with the skills they need not only for clinical care but also for patient communication and confidence in managing treatment plans. By investing in the training of their associates, practices can ensure they provide the exceptional care that patients expect.